1、2026 DAXUE CONSULTINGALL RIGHTS RESERVEDChinasWinter SportsMarket2026Top sports&brands of the season3.14Hypotheses on winter sports in China4.19Chinas winter sports economy1.04Winter sports growth directions2.07Content outline22026 DAXUE CONSULTINGALL RIGHTS RESERVEDWe scraped and analyzed hundreds

2、of millions of Chinese social media posts discussing winter sports to identify emerging trends and shifting consumer preferences.This analysis uncovered which sports Chinese people participate in,who they do them with,their motivations,and preferred brands.We complemented this with desk research and

3、 in-depth interviews with winter sports enthusiasts.About our methodologiesOver 300 million posts analyzedOver 120 brands included3 social media platforms analyzedIn-depth interviews with Chinese winter sports enthusiastsDouyinWeiboRedNoteTypes of posts:Short,engaging videos that are highly shareabl

4、e and can quickly go viralPurpose:To entertain and educate,featuring content creators ranging from beginners to serious athletes,with a significant portion being casual participantsDiscussions:Tutorials,training tips,personal experiences,product recommendations,travel destinationsTypes of posts:Text

5、-based posts,images,infographics,and longer videos;content is more formal compared to other platformsPurpose:To share news,educate,and promote products;largely used by experts,influencers,and brandsDiscussions:Industry news,competition updates,and expert analysesTypes of posts:High-quality lifestyle

6、 images and short aesthetic videosPurpose:To recommend products,share experiences,and inspire users,with greater focus on the social and sensory aspects than the sport itselfDiscussions:Product recommendations,travel destinations,and personal experiences,focus on luxury and aesthetic appeal31Chinas